Google and Samsung are tapping Gen Z and Millennials’ nostalgia for the ‘90s with the help of Addison Rae. Google is showing young consumers how they can “create magic” when they use Google apps/services on their Samsung Galaxy devices. Their campaign features Addison using Google’s hum-to-search feature (on a Samsung phone of course) playing music from the Backstreet Boys. More and more brands have been hopping on the nostalgia-crazed marketing trend with retro product drops and collabs. Google and Samsung are appealing to Millennials who grew up listening to the boy band while also appealing to Gen Z through one of the most influential and recognizable faces on social media today. While the ad is more of an old-school commercial, YPulse’s Celebrities and Influencers report data shows 67% of young consumers are interested in seeing online celebrities in more traditional content. (Digiday)
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